THE IMPACT OF BRAND PERCEPTION AND SALES PROMOTION TOWARDS PURCHASING DECISION ON WHAT SHOULD I WEAR

Abstract

The aim of this research was to find out the effect of the brand perception and the marketing promotion to the consumer’s buying decision for What Should I Wear. Sixty-three (63) consumers that ever purchased the product of What Should I Wear were taken as the respondents of this research. The method used in this research was multiple linier regressions. The independent variables of this research were brand perception (X1) and marketing promotion (X2), while the dependent variable was consumer’s buying decision (Y). The result of this research showed that the variables of brand perception and marketing promotion simultaneously influenced the consumer’s buying decision. Both variables of brand perception and marketing promotion partially influenced the consumer’s buying decision. The coefficient determination value of this research was 53.2%, means that the effect of other variables which were not the focus of this research was 46.8%.